Banks Hoggins O’Shea is understood to have won the £4m United Friendly Assurance account.
BHO refuses to comment but industry sources say the agency has been picked to handle United’s largest advertising campaign to date.
The agency may face a business conflict since it is also understood to be on the short- list for the £3m Barclays Life account, which has yet to be decided.
The agency was shortlisted for the United account, along with Burkitt Weinreich Bryant Clients & Company and Roose & Partners.
An official announcement is not expected until the end of the month. United senior marketing executive Lesley Manyweathers says the company intends to inform agencies of its decision within the next two weeks.
United Friendly’s previous advertising activity has been small-scale and has revolved around its home-service insurance business.
The new campaign will be United’s largest to date. It will also be the first to promote its financial planning arm United Friendly Financial Planning, gained from United’s acquisition of Acuma in October 1993.